A Study On The Relationship Between Service Mistakes, Service Remedies And Customer 's Second Satisfaction In Commercial Banks' Online Payment

With an influx of foreign banks and the development of the third party payment, the market of e-bank payment is gradually eroded. The fierce competition situation promoted banks to.think about development in a new perspective. At present the e-banking security level is already very high. As the homogenization of safety certifications, the competition of market share has transformed into the competition of service to a large extent. However, online service failures are inevitable because service has the characteristics of intangibility, heterogeneousness, perishability and simultaneity of producing and consuming. According to analyzing the current situation of e-bank payment service, we can find customers often express dissatisfaction with service recovery behaviors. The main reasons are obtained as follows: ① the bank ignored the customers’expectation of service; ② the bank failed to choose appropriate remedial behaviors according to the specific problem, which resulting in the service recovery measures in effective. How to adopt appropriate remedial behaviors aim at the specific problem is very important to companies. At present there are little literatures about service recovery of e-bank payment. Previous researchers on service recovery are mostly focused on the field of aviation, medical, catering and so on.Based on the theory of service recovery, justice and secondary satisfaction, this paper conducts an empirical analysis on the relationship between the e-bank service recovery and customer’s remedial satisfaction. First of all, according to analyzing the current situation of e-bank payment service, the paper summarizes the service failure types as the core service failure and the transmission process service failure. The service recovery behaviors are concluded of five dimensions, such as:apology, rapid response, explanation, encouraging complain and adopting suggestions. Then on the basis of previous theoretical research, we put forward hypothesis and built a conceptual model to explain the relationship of service failure types, service recovery behaviors, justice theory and customer’s remedial satisfaction.Based on the previous questionnaire scales, we designed the questionnaire of justice theory and customer’s remedial satisfaction scale combined with the characteristics of commercial bank online payment business. We used the method of online and offline to collect data, and do the research of descriptive statistics, reliability analysis, validity analysis, multivariate regression analysis and independent samples T test by statistical software SPSS 17.0. According to analyze and discuss the hypothesis, we can put forward some conclusions which can be used in the background of e-bank payment.The final conclusions are obtained as follows:(1)Distributive justice, procedural justice and interactive justice have positive impact on secondary satisfaction;(2)No matter under what kind of service failure, the influence degree that three dimensions of perceived justice on the secondary satisfaction is distributive justice, procedural justice and interactive justice in descending order;(3)Explanation has positive impact on distributive Justice;(4)Response and encouraging complain play the largest role in procedural Justice;(5)Apology and adopting suggestions have positive impact on interactive justice;(6)Explanation has a greater impact on distributive Justice in the background of the core service failure than in the background of transmission process service failure;(7)Adopting suggestions have a greater impact on interactive justice in the backgro-und of the core service failure than in the background of transmission process service failure;(8)Encouraging and tracking complaints has a greater impact on procedural justice in the background of the core service failure than in the background of transmission process service failure;According to conclusions of the study, we can put forward some relevant countermeasures and suggestions, such as paying high attention to the important position of the service recovery in online payment business, strengthening the customers’perception of distributive justice, putting forward different service recovery strategies aiming at different service failure types, reducing service failure through personnel training and technological innovation and so on, in hopes of helping the e-bank distribute the limited resources reasonably and improve the service quality.